Giving cancer a kick up the arse by launching a new non-invasive home test



Bowel cancer is the UK’s second biggest cause of cancer death and growing. That’s why, Exact Sciences were so keen to launch Cologuard – an easy to use non-invasive home test kit. Capable of detecting 92% of all stage bowel cancers, Cologuard provides a highly accurate, but more cost effective alternative to an invasive colonoscopy. The problem? Bowel cancer wasn’t top of the GPs’ priorities.

Our solution?

A pop up direct mail piece to get GPs’ attention, educating them on the importance of early bowel cancer detection – positioning Cologuard as the proven solution. Supported by a massive online campaign on, all activity encouraged the GPs to sign up to a CPD event to learn more.

Project scope

  • Direct mail
  • Microsite & online advertising
  • Interactive sales aid
  • CPD event
  • National consumer press campaign